Making Ideas Move
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Making Ideas Move

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Presentation given to the Ohio Travel Associtaion members on 4/26/10 and 5/7/10. ...

Presentation given to the Ohio Travel Associtaion members on 4/26/10 and 5/7/10.


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  • 1. Making IdeasMove
    Presented by Scott Chapin
  • 2. About Circle44 Mobile
    Mobile unit of Cleveland-based interactive agency DigiKnow
    Focus on:
    Mobile-friendly websites
    iPhone and Android apps
    Mobile promotion
    2
  • 3. Our Work
    3
  • 4. What is Mobile Marketing?
  • 5. 2
  • 6. Mobile Marketing in the News
    6
    Apple announces iAd mobile advertising network
    Can Windows Phone 7 keep Microsoft in the game?
    Haiti donations via SMS exceed $40 million
    iPhone reaches 185,000apps, Android hits 38,000
  • 7. Mobile Marketing is…
    marketing and communications to customers or constituents on portable devices wherever they may be.
    Mobile marketing is not about what…
    it’s about where.
    7
  • 8. US Snapshot
    285 million cell phone subscribers
    150 billion text messages (SMS) per month
    Smartphone usage is over 25%
    19% of Americans said they accessed the internet on their mobile phone yesterday
    CTIA
    eMarketer
    Pew Internet
    8
  • 9. What is Mobile Marketing?
    Mobile Web
    Mobile Applications
    Text Messaging / SMS
    Mobile Advertising
    9
  • 10. Today’s Mobile Market
  • 11. Mobile Internet
    11
    % of all adults
  • 12. Mobile Internet – By Race
    Have ever gone online with a handheld
    12
    On a typical day go online with a handheld
  • 13. Mobile Internet Projected Growth
    13
    US Mobile Internet Users and Penetration, 2008–2013
    (millions and % of mobile phone subscribers)
    (22.0%)
    (26.3%)
    (30.6%)
    (35.6%)
    (40.2%)
    (43.5%)
  • 14. Smartphone vs. Feature Phone
    14
  • 15. US Smartphone Market
    15
  • 16. Mobile Websites
  • 17. Keep It Simple
    Successful mobile websites are
    simple and focused
    • Limit content to mobile-focused information
    • 18. Be mindful of scrolling
    • 19. Include non-Flash alternative content
    • 20. Consider platform specific integration
    17
  • 21. Start Small and Grow
    Provide alternatives to non-mobile content
    Create a mobile-friendly “view” for the site
    Simplified Navigation
    On-the-go content
    Platform Specific Presentation
    Pages/Template Designs
    Video/multimedia
    18
  • 22. Banking
    19
  • 23. Sports
    ‹#›
  • 24. Travel
    ‹#›
  • 25. Cedar Point
    22
    Example of multi-platform mobile websites
    Standard Mobile Phone
    iPhone
  • 26. Case Study: DigiKnow
    23
  • 27. Mobile Survey
    24
    Top US Brand Websites
    National Travel Sites
  • 28. Mobile Applications
  • 29. Many Platforms, Many Rules
    26
  • 30. US Smartphone Breakdown
    27
  • 31. News & Information
    28
  • 32. Sports
    29
  • 33. Music
    30
  • 34. Social Networking
    31
  • 35. Social Check-in
    32
  • 36. Travel
    33
  • 37. Branded Utility Apps
    34
  • 38. Augmented Reality
    35
  • 39. Case Study: Nestlé
    36
  • 40. Text Messaging
  • 41. SMS Overview
    Short Codes enable direct response and two-way communication
    • Codes can be shared or unique company ID’s
    • 42. Short code aggregators handle all phone carrier connections
    • 43. Campaign response rates have been seen up to 30%
    38
  • 44. My Coke Rewards
    39
    MyCokeRewards: Get ready for this. Drink Diet Coke & earn Bonus Pts when u enter ur codes 4/26 thru 5/2. Go to mcr.com on 4/26 for details. Reply HELP for help.
    MyCokeRewards: Try the new twin pack 50oz of Coke & enter 4 a chance 2 instantly win Coke 4 a yr @mcr.com. 3pt2enter No purnec. Ends 5/20. Reply HELP for help.
    (Sample Text Message)
  • 45. Other SMS Campaigns
    40
    Redbox free MONDAY rental. CHECK OUT WITH COUPON CODE XXXXXXXX. Expires at midnight CST, 5/1/09. Fwd to friends. Call 866.733.2693 for help.
    Arby's: More Mmm 4 ur money! Everyday Value Menu starting at jst $1. Jr RB, Jr Chkn, Jr Ham, Valu Fries, Valu Shake & more! Prtcp8ng stores, rply STOP to optout
    IKEA Mobile Members-don't miss your chance 2 win April's $500 gift card from IKEA Mobile. Reply WINNER to this msg to enter the drawing! Only @ IKEA Seattle.
  • 46. Mobile Advertising
  • 47. Advertising Formats
    Banner Ads
    Pre-roll Video
    App Sponsorship
    Interactive Video
    Mobile Search
    42
  • 48. Mobile Ad Networks
    43
    Acquired by Google
    Acquired by Apple
  • 49. Banner Ads
    44
  • 50. Interactive Ads
    45
  • 51. Mobile Search
    46
  • 52. Other Considerations
  • 53. Print to Mobile
    48
  • 54. Print to Mobile
    49
    Universal QR Code
  • 55. Podcasting
    50
  • 56. Podcasting
    51
  • 57. Mobile Email
    Mobile email is not 100% HTML compatible
    iPhone is best, Blackberry is improving
    Frequent testing is a best practice
    52
  • 58. Mobile Email
    53
  • 59. Measurement
    54
  • 60. Questions?
    55
  • 61. For more information about mobile marketing,
    please contact:
    56
    Scott Chapin
    Mobile Strategist
    216-325-1981
    scott@circle44mobile.com